B2B Websites Are Necessary to Convert Leads and Shorten the Sales Journey

Customer-facing companies place a greater emphasis on website usability than their B2B counterparts, but as more business decision-makers search online channels before making purchases, it’s important to assess Internet lead generation methods. While B2B organizations may rely more heavily on their sales teams to close deals, online marketing components play a critical role, especially the website.

A company’s website should be its most effective marketing channel, especially because it can be the first impression leads get of the firm, according to a blog post for LinkedIn. B2B organizations can improve customer experience by learning website usability lessons from B2C companies.

Although B2B brands often rely on personal relationships to increase revenue, if companies want to expand internationally, a strong Internet presence is one of the best ways to reach new markets.

Website improvements help companies boost conversions

An efficient website can help B2B companies improve their marketing efforts and increase sales because it can be a useful source of lead generation. However, many business sites suffer from navigation problems and a lack of calls to action. Solutions such as marketing automation offer measurement tools that can allow marketers to identify pages that are underperforming. They can take design ideas from highly functioning pages to build a better site that captures a larger pool of leads. Data can inform a number of marketing decisions.

Because B2B decision-makers may visit a page several times before choosing a product, companies need to ensure their site is functional to keep buyers returning. If the site is difficult to use or navigate, a prospect may end up picking an option from another company. Most B2C companies that sell products online have improved their sites with easy navigation. Although B2B brands usually close deals in person, they should not skip over website updates.

Since buyers spend time researching their options, many utilize a number of devices. In addition to navigation, a lack of mobile compatibility could prevent buyers from returning to a site.

B2B website necessities

Calls to action are crucial for Internet lead generation, but many B2B sites do not have them. Unless a prospect provides contact information on the website, marketers can’t stay in touch with the lead and work toward a sale. Marketers shouldn’t use a “contact us” button as a source of conversion because it doesn’t provide any value to the visitor, Business 2 Community stated. Prospects should be offered other options, especially because decision-makers consider a number of different sources of content before making a major purchase.

Landing pages also improve lead generation efforts. Homepages should never be used as landing pages because they do not give visitors a clear action to take. The content on landing pages needs to match the call to action.

Because more decision-makers are online and a website is the first thing they may see from a company, B2B organizations need to improve their websites to be easy to navigate and efficient for lead generation.